McDonald’s donne vie à ses frites pour la Coupe du Monde

A partir du 26 Mai, McDonald’s va lancer de nouvelles boites pour ses frites, et ce au niveau mondial, avec une nouvelle direction artistique en lien avec la Coupe du Monde, réalisée par des artistes sélectionnés à travers le monde. Au coup d’envoi de la Coupe du Monde, le 12 juin, ces nouvelles réalisations auront touché 119 marchés dans le monde. Mais plus que le design, McDonald’s, sponsor de la Coupe du Monde depuis 2002, a réussi à donner vie à cet objet anodin mais hautement symbolique grâce à un jeu en réalité augmentée.

La génèse de ce projet et de cette campagne est simple : McDonald’s souhaitait mieux communiquer auprès de cette cible qu’on appelle les Millennials. Les Millennials « adorent l’art, la customisation et la personnalisation à outrance, adorent s’exprimer et, bien évidemment, les frites chez McDonald’s », selon le Directeur Marketing de McDonald’s, Matt Biespiel. « L’idée était d’utiliser l’art comme jamais auparavant, utilisé la boite des frites comme cadre d’expression. Une fois l’idée et l’inspiration venues, tout a pris vie très rapidement. »

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Plus de 500 artistes ont été pré-sélectionnés et 24 ont été gardés pour « interpréter de manière exceptionnelle, la gloire du football », a dit Biespiel. Au final, 12 créations et artistes ont été choisis. Apporter une modification à un tel élément de branding à McDonald’s ne fut pas une chose facile en interne mais « nous pensions qu’il était temps de faire quelque chose d’audacieux ».

Une fois la nouvelle boite en cours de production, « nous avons réfléchi et nous nous sommes demandés ce que nous pouvions faire de plus? » a raconté Biespiel. « Millennials adore les jeux vidéos et les nouvelles technologies, donc nous avons regardé comme ces deux univers pouvaient cohabiter. »

La réponse est « McDonald’s GOL! », un jeu en réalité augmentée qui utilise la boite de frites comme un portail. A partir du 26 Mai, les clients pourront télécharger sur leurs smartphones Apple ou Androïd, l’application McDonald’s GOL ! via la boite de frites ou sur gol.mcd.com. Une fois l’application téléchargée et installée, les consommateurs doivent tenir leur appareil vers la boite et scanner la boite pour lancer le jeu. Un terrain de jeu apparait dans l’app, la boite a frites devient les cages et d’autres objet viennent s’ajouter. Et pour corser cela, marquer un but nécessitera une dextérité hors du commun.Bien évidemment ce jeu dispose des fonctionnalités de partages sur les réseaux sociaux pour booster sa visibilité et sa viralité.

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Créée spécifiquement pour McDonald’s, cette application utilise la technologie de Qualcomm Connected Experiences et Trigger et la fonctionnalité « Smart Terrain » qui permet à l’application « McDonald’s GOL » de donner la possibilité aux joueurs de créer leur terrain de jeu en utilisant des objets du quotidien.

Pour contribuer au succès de ce dispositif, qui, je le rappelle, modifie pour la première fois le packaging de la marque, l’application McDonald’s GOL! sera soutenue massivement en média au moment de son lancement, et ce en point de vente et sur les réseaux sociaux.

A coté de cette application résolument innovante, McDonald’s mettra en place son programme de Player Escorts, qui permet à 1 408 jeunes âgés de 6 à 10 ans de rentrer sur le terrain avec les joueurs lors des matchs de la Coupe du Monde FIFA. De plus, la marque a confirmé travailler sur des menus spécial Coupe du Monde dans ses marchés clés que sont le Brésil et l’Australie par exemple.

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